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Proactive communications:
Harnessing the Power of Social Media
5,000 meters
Harnessing the power of social media
http://www.flickr.com/photos/82903100@N00/2166415662/
What is social
med...
http://www.flickr.com/photos/crystaljingsr/3915512820/in/set-72157622354789320/
Social
media Is…
A platform for conversation
http://www.flickr.com/photos/crystaljingsr/3915516040/in/set-72157622354789320/
http://www.flickr.com/photos/tierug/3154245590/i
n/set-72157611999817541/
Utilizes the Power of
Weak Ties
http://www.flickr.com/photos/crystaljingsr/3915515536/in/set-72157622354789320/
Encourages group conversation
http://www.flickr.com/photos/eelssej_/524781662/
Organic and emergent
http://www.flickr.com/photos/crystaljingsr/391551324...
http://www.flickr.com/photos/kalmirage/1904699001/
Includes viral elements
Communication
Reviews and
Opinions
Popular social media
Brand and
communication
goals
Brand and
communication
goals
Develop a social
media content
strategy
Develop a social
media...
The social media funnel
It’s about RELATIONSHIPS, not
broadcasting
It’s about the conversation and
insider views, not broadcastingIt’s about shari...
The potential of social media
Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/
Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/
The potential of social media
Growing preference for
communication via social media
http://mashable.com/2009/03/26/social-media-nonprofit-study/
GOALS
5,000 meters
Harnessing the power of social media
1,000 meters Developing a
strategy
http://www.flickr.com/photos/dieqro/2...
Choose
your tools
Blogging
Micro
Blogging
Photo
Sharing
Video
Sharing
Podcasts
Widgets
Social
Networking
Chat
Rooms
Messag...
Understand the engagement ladder
Happy Bystanders
Spreaders
Donors
Evangelists
Instigators
The Networked Nonprofit by Alli...
http://www.flickr.com/photos/mmcfotografia/4785181782/sizes/z/in/photostrea
What will create
conversation? Create communit...
Real interactions: personal engagement
Value-added content
Regular programming
Participation entry paths

Conversation ...
Website
Mailing list
Social media followers
Donors
Stakeholders
Staff/Volunteer time
Brand sentiment
Budget
Evaluate your ...
Social media goals
Entrepreneur recruitment and engagement
Recruiting and supporting mentors
General awareness marketing
Special events and campaigns
Online fundraising
5,000 meters
Harnessing the power of social media
1,000 meters
500 meters
Best practices in
action – other
organizations
Appeals to those who want to
feel most up-to-date, in the
know. Want to connect to real
people and be part of a tribe.
Pus...
What is more personal than
the Twitter Kids tweeting?
Hold a
Twitter
chat
Facebook
Fans tend to want to show
support publicly, motivation for
entertainment. Want community
and news. Want to be inv...
Compelling
from the
introduction
Create opportunities for personal
engagement: Q&A
Great for search (Google),
personal touch, people want
insider insight, entertainment.
No boring interviews – think
sharea...
Linkedin
Most active are ages 35- 60.
Interested in professional
connections, professional
learning.
Used for knowledge-sh...
5,000 meters
Harnessing the power of social media
1,000 meters
500 meters
0 meters YBI on the ground
http://www.flickr.com...
YBI network practices
Notes from the field:
Israel, Bolivia, Trinidad and Tobago,
Scotland, United States, Canada, Argenti...
Mentor support
Recruitment and
business support
Recruitment and
business support
Awareness, recruitment,
engagement
Awareness, event
promotion
The networked nonprofit
Image courtesy of Beth Kanter: http://beth.typepad.com/beths_blog/2009/12/win-a-book-help-us-pick-...
Co-promotes and cross-promotes
The entire network benefits from each
others’ successes
Refers to and supports each other
B...
The complete picture
Define your goals
Choose your platforms
Create an engagement strategy on each
platform
Experiment, en...
Thank You!
debra@communityorganizer20.com
@askdebra
Buzz: daskanase
Slideshare.net/debask
A note about connecting online
fundraising with social media…
http://www.flickr.com/photos/hikingartist/3431508742/sizes/m...
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
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TUESDAY. Proactive Communications: The Power of Social Media.

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Published on

Leads:
Debra Askanase, Social Media & Communications Specialist, Community Organizaer 2.0.
Steve Metcalfe, Communications Director, YBI.

Published in: Education, Technology, Business
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TUESDAY. Proactive Communications: The Power of Social Media.

  1. 1. Proactive communications: Harnessing the Power of Social Media
  2. 2. 5,000 meters Harnessing the power of social media http://www.flickr.com/photos/82903100@N00/2166415662/ What is social media?
  3. 3. http://www.flickr.com/photos/crystaljingsr/3915512820/in/set-72157622354789320/ Social media Is…
  4. 4. A platform for conversation http://www.flickr.com/photos/crystaljingsr/3915516040/in/set-72157622354789320/
  5. 5. http://www.flickr.com/photos/tierug/3154245590/i n/set-72157611999817541/ Utilizes the Power of Weak Ties
  6. 6. http://www.flickr.com/photos/crystaljingsr/3915515536/in/set-72157622354789320/ Encourages group conversation
  7. 7. http://www.flickr.com/photos/eelssej_/524781662/ Organic and emergent http://www.flickr.com/photos/crystaljingsr/3915513242/in/set-72157622354789320/
  8. 8. http://www.flickr.com/photos/kalmirage/1904699001/ Includes viral elements
  9. 9. Communication Reviews and Opinions
  10. 10. Popular social media
  11. 11. Brand and communication goals Brand and communication goals Develop a social media content strategy Develop a social media content strategy Integrate with online communication Integrate with online communication Goal achievement:
  12. 12. The social media funnel
  13. 13. It’s about RELATIONSHIPS, not broadcasting It’s about the conversation and insider views, not broadcastingIt’s about sharing information and developing trusted friends, not broadcasting
  14. 14. The potential of social media Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/
  15. 15. Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/ The potential of social media
  16. 16. Growing preference for communication via social media http://mashable.com/2009/03/26/social-media-nonprofit-study/
  17. 17. GOALS
  18. 18. 5,000 meters Harnessing the power of social media 1,000 meters Developing a strategy http://www.flickr.com/photos/dieqro/2180994007/sizes/m/in/photostream/
  19. 19. Choose your tools Blogging Micro Blogging Photo Sharing Video Sharing Podcasts Widgets Social Networking Chat Rooms Message Boards RSS Feeds Source: Universal McCann Companies Study on Social Media Trends (March
  20. 20. Understand the engagement ladder Happy Bystanders Spreaders Donors Evangelists Instigators The Networked Nonprofit by Allison Fine and Beth Kanter (p.68) http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/
  21. 21. http://www.flickr.com/photos/mmcfotografia/4785181782/sizes/z/in/photostrea What will create conversation? Create community? Add unique value through content? Empower others and create collaborations? Create a content strategy on each social media platform
  22. 22. Real interactions: personal engagement Value-added content Regular programming Participation entry paths  Conversation starters Open-ended questions Develop engaging practices
  23. 23. Website Mailing list Social media followers Donors Stakeholders Staff/Volunteer time Brand sentiment Budget Evaluate your assets Top three factors for social media success
  24. 24. Social media goals Entrepreneur recruitment and engagement
  25. 25. Recruiting and supporting mentors
  26. 26. General awareness marketing
  27. 27. Special events and campaigns
  28. 28. Online fundraising
  29. 29. 5,000 meters Harnessing the power of social media 1,000 meters 500 meters Best practices in action – other organizations
  30. 30. Appeals to those who want to feel most up-to-date, in the know. Want to connect to real people and be part of a tribe. Pushed by early adopters. Twitter Used for recruitment, personal engagement, awareness
  31. 31. What is more personal than the Twitter Kids tweeting?
  32. 32. Hold a Twitter chat
  33. 33. Facebook Fans tend to want to show support publicly, motivation for entertainment. Want community and news. Want to be invited in. Used for recruitment, awareness support, engagement, campaigns and events
  34. 34. Compelling from the introduction
  35. 35. Create opportunities for personal engagement: Q&A
  36. 36. Great for search (Google), personal touch, people want insider insight, entertainment. No boring interviews – think shareable content strategy. YouTube Used for recruitment, awareness, campaigns and events
  37. 37. Linkedin Most active are ages 35- 60. Interested in professional connections, professional learning. Used for knowledge-sharing, support, engagement
  38. 38. 5,000 meters Harnessing the power of social media 1,000 meters 500 meters 0 meters YBI on the ground http://www.flickr.com/photos/dieqro/2193709382/sizes/m/in/photostream/
  39. 39. YBI network practices Notes from the field: Israel, Bolivia, Trinidad and Tobago, Scotland, United States, Canada, Argentina
  40. 40. Mentor support
  41. 41. Recruitment and business support
  42. 42. Recruitment and business support
  43. 43. Awareness, recruitment, engagement
  44. 44. Awareness, event promotion
  45. 45. The networked nonprofit Image courtesy of Beth Kanter: http://beth.typepad.com/beths_blog/2009/12/win-a-book-help-us-pick-a-subtitle-for-our-book-the-networked- nonprofit.html
  46. 46. Co-promotes and cross-promotes The entire network benefits from each others’ successes Refers to and supports each other Breaks down walls between the organization and the stakeholder Shares and learns from each other, and the industry The networked nonprofit
  47. 47. The complete picture Define your goals Choose your platforms Create an engagement strategy on each platform Experiment, engage, move people to action Integrate into communication goals How can you network your nonprofit? http://www.flickr.com/photos/jbarahona/56382606/sizes/m/in/photostream/
  48. 48. Thank You! debra@communityorganizer20.com @askdebra Buzz: daskanase Slideshare.net/debask
  49. 49. A note about connecting online fundraising with social media… http://www.flickr.com/photos/hikingartist/3431508742/sizes/m/in/photostream/ …it’s all about leveraging online relationships

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